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What the Age of the Connected Customer Means for Brick-and-Mortar Retailers
For years, retail was neatly divided into two categories: e-commerce and brick-and-mortar. But with the advent of smartphones, digital and physical worlds are melding together, creating a new retail environment in which almost every customer journey involves both online and offline activity. This is particularly true for Generation Z consumers, the first generation to have grown up with digital technologies at their fingertips and who now make up 25% of the total U.S. population.

